A recent study by Lotame revealed that Google Topics was the research resource of choice for around 71% of marketers. This represents a 50% increase in the probabilistic identity solution, with other platforms like Cohorts also seeing a lot of success. With all of that having been said and now out of the way, it is important to note that 31% of marketers feel like their work has been restricted by the recent developments, and 37% said that they plan to increase investments to make up for the current lack of actionable data.
36% of marketers stated that identity is their most significant priority because of the fact that this is the sort of thing that could potentially end up allowing them to keep going after third party trackers get deprecated. Personalization will be a key strategy for 44%, but 61% reported great results with CDPs so chances are that they will stick to them more than might have been the case otherwise.
Clean rooms are another buzzworthy topic, but it should be noted that 58% of marketers said that they don’t have the budget for them. They seem to be more popular among publishers, with 48% of them using clean rooms and just 37% of marketers said the same.
Budget challenges are not the only issues that are stopping marketers from adopting clean rooms either. 47% mentioned privacy challenges that can disrupt the clean room, and they will be hesitant to adopt clean room tech until improved privacy is evolved. The landscape of marketing is ever shifting, and data management is coming to the fore to deal with the changes.
Read next: 66% of Americans Prefer Buying From Real People Instead of AI
by Zia Muhammad via Digital Information World
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